Background:

Data Mail is the largest printer/mailer in their tri-state region (IL, IN, KY). However like most, in 2008 they were challenged with a down economy and a saturated market. Data Mail identified the next growth opportunities using a well executed customer research project, improved their reach into each customer, and created an action plan for 2010.

Situation:

Data Mail has been providing printing and mailing services for over 30 years. Thirty two full and part time employees mail over 25 million pieces annually from their 25,000 sq. ft. facility. All Data Mail production employees are MQC certified by the USPS.

As Data Mail grew and expanded, competition in the print and mail business increased as well. In 2009 ownership wanted to better understand and analyze customer opinion and buying habits in the following areas:

• Product Quality
• Customer Service Quality
• Customer Loyalty
• Awareness of services offered
• Competitiveness
• Client Share of print services provided
• Client Share of mailing services provided
• Demand for new services and products

Data Mail conducted phone surveys in the past receiving positive feedback; however, they needed more widespread feedback with analysis. For some time the management team had the desire to implement a solid customer feedback system, yet they were unable to get it off the ground.

Solution:

In 2009 Data Mail partnered with Survey Advantage to manage their customer feedback system. Survey Advantage offers a turnkey program, Printer HealthCheck, to help printers and mailers gather customer opinions and buying habit information. The service includes:

• Guidance on how to present the study to drive response rates
• Question design to obtain the best possible reporting and analysis
• Designing the collection processes for privacy and pleasant user experience
• Delivery of the survey instrument and collection of data
• Report generation and analysis, including printer benchmarking
• A detailed SWOT analysis to identify top 3 strengths, weaknesses, opportunities, and threats to the business through the eyes of the customer.
• Executive briefing of the results to help guide the development of an action plan
• Follow-up communications email to customers sharing lessons learned and thanking them for participation.

In addition to inviting via email, Data Mail decided to promote their printing and mailing capabilities as well as the survey by mailing a pre-survey invitation with an incentive.

Results:

The project was turned around in three weeks with a better than average 49% of the customer contacts participating. We believe the response rates were driven by Data Mail's close relationship with their clients as well as the pre-survey promotional mailing. The HealthCheck report revealed that Data Mail was an above average performer in three of the four major categories benchmarked (Customer Loyalty, Product Quality, Service Quality, Client Share).

Customer Loyalty

94% of their customers were likely to recommend Data Mail to others, 4 points above the industry average of 90%. This great foundation enables Data Mail to sell other services to this loyal customer base. In addition, with a well executed referral program promoting and rewarding customers for referrals will help them extend the reach of their sales force.

Service Quality

95% were satisfied with overall service (reliability, responsiveness, etc.). Customers requested more consultation on projects. Data Mail is addressing this need with training the coming year. Customers also requested more updates while jobs were in process. A new communication process is being designed to ensure customers are kept in the loop while projects are underway.

Product Quality

On the product quality side the average for all 12 categories of products offered was 95% satisfaction. Printing received very high marks as well. The goal for next year is to change customer perception that they are just a mail house and promote their high quality printing. One area identified as needing improvement was their mailing list compiler which is being upgraded the coming year.

Client Share

This was the only area where they are under performing. 62% of their customers buy less than half the overall print and mailing services from Data Mail where the average printer is 47%. Data Mail has a huge growth opportunity by focusing on those customers unaware of all their services. With strong loyalty and high quality products and services, Data Mail has the opportunity to gain share quickly.

New Services Identified

The survey confirmed some areas in which Data Mail was considering investments: UV Coating, online list ordering, and large format printing. Once these services are implemented, the survey results will provide a great starting point for the sales staff to follow up with customers who indicated an interest.

Additional Sales

Data Mail General Manager, Adam Miller, shared that several jobs have come in as a result of the survey simply bringing Data Mail to the forefront of the customer's mind at the right time. The coupon offer included with the mailing brought in additional jobs.

In Summary

"Our customers define our success," says Adam. "We know that the information learned from our customers is invaluable, and the gathering of that information needs to be ongoing." Part of Data Mail's plan for the future includes the utilization of Survey Advantage's CustomerPulse program for ongoing product and service quality customer surveys.

Adam sums it up simply, identifying the positive change in thinking that the survey brought: "The survey helped us think more in terms of what our customers truly think rather than our own assumptions of what they might be thinking."